How to Market to Women: Apparently, Just Slap Pink on It

Honda’s She’s Car

In 2012 Honda released a model of the Honda Fit called She’s, a bubblegum pink, five-door sedan that had puzzling features like a “plasma cluster” air-conditioning system (allegedly for preventing dry skin) and floor mats enhanced with high-heel protectors. Previously Dodge tried to reel in female car buyers in 1995 by debuting the La Femme, which came with a spot to hold lipstick (because the best time to apply makeup is while driving) and a purse.